Digital & Dirt
00:29:46 · Alex Grieves, Craig Brommers, Ian Dallimore, Barry Frey, Rob Loftus, Raj Lala
[00:29:46] S2: Exactly. And like, no no AI has got access to that. We've got all the data that we're able to then say it's real time, it's also historical. So we combine that, [00:29:53] S7: and it's pretty [00:29:54] S2: pretty damn powerful. [00:29:55] S0: Yeah. It's huge. Look, you and I can talk for hours, but as we kind of close here, give me one sentence in your world where you feel like advertising is headed in the next eighteen months. I [00:30:06] S2: would say the programmatic is complementary, not competitive. [00:30:11] S0: Love that. [00:30:12] S2: That's how I would want to frame it to any client because there's way too much us and them mentality without home and direct or traditional, whatever you want call it, is complementary. And that's where it does its best work. We just need to be doing a better job of being able to measure it [00:30:25] S1: and prove it. [00:30:25] S0: I love it. And look, with your... With you at the helm, like, I'm beyond excited. And and with Sean and Ben and and the whole collective team, it's gonna be exciting to see what you guys do well beyond programmatic. So I appreciate you, and we're gonna get you down to batting moves and have that offer as well for you. Come on, mate. [00:30:40] S2: Looking forward to it. [00:30:40] S0: Alright, my friend. Appreciate it. Alright. First timer. Rob Rob Loftus, VP platform sales, Americas at Broadsign. Good to see you. [00:30:57] S5: Good to see [00:30:57] S8: you too. [00:30:58] S5: First time, long time. [00:30:58] S0: First time, long time.
00:30:58 · Ian Dallimore, Rob Loftus, David Sable
[00:30:58] S0: First time, long time. [00:30:59] S5: Testing into Digital and Dirt for a long [00:31:00] S0: time. I love it. I love it. And we'll have to have you on the bigger podcast because [00:31:03] S5: you Oh, sweet. [00:31:04] S0: You do some amazing things. You and I have known each other for a long time. You're literally the sharpest dressed human that I know and I take inspiration. So let's talk about that a bit. We're in this world of people and And I don't mean to sound this way, but when people show up and they're just like, they'll like show up. Right? Show up in your appearance, show up how you... So what drove you to be like that? Like there was a moment when your dad was like button your shirt up all the way, son. [00:31:31] S5: It wasn't that because my dad was a carpenter. So he was jeans and a t shirt to [00:31:35] S9: work. [00:31:35] S5: So when we first started PX, I was kind of the ops guy [00:31:38] S0: Oh, right. [00:31:38] S5: Background behind the curtain and had started to get more client facing and Kevin and Simon and those guys back then were asking me to come to client meetings to talk, you know, programmatic, whatever. And I would wear a t shirt and jeans to work, and they'd be getting invitations to restaurants where you couldn't dress like that. And then COVID happened. Yep. I came back from COVID, and I had my daughter. And I was like, oh, man, I I think I just wanna take myself a little more seriously. And, you know, when I come home from work, you know, like, just to be someone she can look up to and respect and
00:31:38 · Rob Loftus, Ian Dallimore, Barry Frey, David Sable
[00:31:38] S5: Background behind the curtain and had started to get more client facing and Kevin and Simon and those guys back then were asking me to come to client meetings to talk, you know, programmatic, whatever. And I would wear a t shirt and jeans to work, and they'd be getting invitations to restaurants where you couldn't dress like that. And then COVID happened. Yep. I came back from COVID, and I had my daughter. And I was like, oh, man, I I think I just wanna take myself a little more seriously. And, you know, when I come home from work, you know, like, just to be someone she can look up to and respect and [00:32:11] S0: Love that. [00:32:12] S5: Kinda set that example. So it's... I'm committed to the bit at this point. [00:32:15] S0: It's big. It's big. And then you'll eventually become... It'll become your thing where if Rob showed up in a t shirt, people like, you're alright, bro? [00:32:22] S5: You're alright. People are upset. [00:32:23] S0: I did that one short story. I showed up at a [00:32:25] S5: They they don't recognize you. [00:32:26] S0: Yeah. I showed up at, like, one of these DPAA events a while back. And for whatever reason, I decided I was gonna wear Cole Haan's instead of my signature skirt. Sneakers. That's it. And they were like, you're alright. I literally Luggage or something? Yeah. I kid you not. I went to my bag and, like, changed that to sneakers. I was like, well, guess I'm not ever going past this. [00:32:42] S1: That's it. [00:32:43] S5: It's the mustache and the and the jacket. [00:32:45] S9: And Yeah. [00:32:45] S0: It's a thing.
00:32:45 · Ian Dallimore, Rob Loftus
[00:32:45] S0: It's a thing. [00:32:46] S5: It's thing. [00:32:46] S0: Well, look. So we're here at DPAA video everywhere. Barry just got off the stage. So you haven't heard a lot yet. But what's the one thing that you're excited to take away and bring back to what you guys are doing at that time? [00:33:00] S5: I think for me, this day is all about connecting with the publishers at the end of the day and having FaceTime with them and hearing about what they're doing, their struggles, their triumphs, all that sort of stuff, and just really keeping an ear to the ground to understand. I think for me, the big thing is, obviously, you've been leaning into the programmatic space for a long time, but it's probably not the case for a lot of media owners. A lot of people just plugged it into the wall and, you know, hoped and waited for the money. And for some people, it became real money. And now they're starting to pay attention. Right. Now they're asking questions. How do I differentiate myself? How do I orient towards the marketplace? All that sort of stuff. So so those are the things I'm trying to understand and where they're stuck and how we can unblock them and all that sort of stuff.
00:33:00 · Rob Loftus, Ian Dallimore
[00:33:00] S5: I think for me, this day is all about connecting with the publishers at the end of the day and having FaceTime with them and hearing about what they're doing, their struggles, their triumphs, all that sort of stuff, and just really keeping an ear to the ground to understand. I think for me, the big thing is, obviously, you've been leaning into the programmatic space for a long time, but it's probably not the case for a lot of media owners. A lot of people just plugged it into the wall and, you know, hoped and waited for the money. And for some people, it became real money. And now they're starting to pay attention. Right. Now they're asking questions. How do I differentiate myself? How do I orient towards the marketplace? All that sort of stuff. So so those are the things I'm trying to understand and where they're stuck and how we can unblock them and all that sort of stuff. [00:33:36] S0: What what excites you as as you're hearing... And and obviously, there's certain publishers like the Lamar's, the Clear Channels, the out fronts of the world, some big place based companies as well. You have a lot of historical knowledge. So when those questions are asked, you're not only pushing, you know, the big three and others or beyond, but then also you have a backlog of of data questions and, you know, issues that you can kinda capture. So how do you stay so balanced, I guess?
00:33:36 · Ian Dallimore, Rob Loftus
[00:33:36] S0: What what excites you as as you're hearing... And and obviously, there's certain publishers like the Lamar's, the Clear Channels, the out fronts of the world, some big place based companies as well. You have a lot of historical knowledge. So when those questions are asked, you're not only pushing, you know, the big three and others or beyond, but then also you have a backlog of of data questions and, you know, issues that you can kinda capture. So how do you stay so balanced, I guess? [00:34:02] S5: Well, it's it's kinda meeting everybody where they are at the end of the day. And so with Lamar, for example, it's... We're trying to optimize Yeah. Because this is a, you know, eight or nine year long relationship. You guys are totally leaned into programmatic technically, commercially, all that sort of stuff. So how do we fine tune and and keep things accelerating? Where other folks, it's it's just getting them into the ecosystem and getting them comfortable. And for those guys, it's... I always say it's, you know, simple as smooth, smooth as fast. So have good metadata, you know, have good technology to connect in. Like, the the pretty simple core, you know, fixtures that get you going.